Forsman & Bodenfors are known for some great creative work, and they recently devised a Facebook campaign for a new Ikea store in Malmo, Sweden. When small budgets and big briefs clash, the out come only ever heads in a single direction these days… to Facebook!

Some of the best campaign strategies are simple, and none simpler than using the default “tagging” tool on facebook to help create a bit of buzz for an online competition.
Users were drawn to the new Facebook profile page of the store manager, who’d uploaded pictures of his new showrooms.

People were told that the first to tag their name on any item, would win it. With the way tagging works on Facebook, the moment you tagged anything, everyone in your network instantly knew what was up for grabs! Subsequently, thousands and thousands of people were flooding the Facebook page in search of freebies!

[...] @edwinschalk: IKEA Facebook Showroom Campaign: Great example of the impact social media can have: http://bit.ly/8vQuLh#socialmedia Scamville Shakeout: Was Gambit The Right Fall Guy?: I’m not sure any lasting [...]

[...] McDonald’s hasn’t over played their hand in the social space so far, and that’s probably a good thing for most brands to consider when getting into social media. What I like about the McDonald’s approach so far, is that they are there listening, have become willing conversationalists and are activating engagement, BUT are not trying to be over night heroes in launching the next Whopper Sacrifice Campaign or Ikea Facebook Campaign. [...]

[...] The first one was for Ikea, created by Forsman & Bodenfors. I’ve somehow always liked the advertising for Ikea and now with their latest venture into social media, I think I like it still more. And here are my reasons for it. For starters, it makes me happy to think furniture can have life. Which is what Ikea’s advertising somehow manages to do… like in the “Decorate for the Holidays” campaign. And with the new Facebook campaign, they’ve managed to get people to engage, without trying too hard. That’s the second reason to like it. With the no-reins feel that social media tends to bring along with it, it’s easy to get swept away. But Ikea’s attempt was simply… simple. Not too gimmicky, not overly “Ah, look… we’ve changed the world!” types. And most importantly, it had Ikea involved via their store manger. Which means this wasn’t just something left to the agency to take care of by themselves, but also had the brand’s presence created through their person. And I’ll admit that I am partial to this set of social media advertising only because it makes a lot more sense, even if it isn’t all glitzy and glamorous. So here goes: [...]

[...] People were told that the first to tag their name on any item, would win it. With the way tagging works on Facebook, the moment you tagged anything, everyone in your network instantly knew what was up for grabs! Subsequently, thousands and thousands of people were flooding the Facebook page in search of freebies!” from this site [...]

[...] March 5, 2010 by seqwood Some of the best campaign strategies are simple, and none simpler than using the default “tagging” tool on facebook to help create a bit of buzz for an online competition. People were told that the first to tag their name on any item, would win it. (quote from: Digitalbuzzblog) [...]

[...] nor do we believe that big budgets guarantee it!” I LOVE IT! Then there was Ikea’s Facebook Showroom campaign which helped promote the opening of a new store in Sweden. The campaign was simple – [...]

[...] Swedish ad agency Forsman & Bodenfors launched a campaign utilising Facebook and Social media, to help promote a new Ikea store in Malmo, Sweden. A Facebook profile was created of the Malmo store manager and photos were uploaded of the stores new showroom. The first user to tag their name on any of the photos would win that prize. Article link http://www.digitalbuzzblog.com [...]

“You must not use Facebook features or functionality as a promotion’s registration or entry mechanism. For example, the act of liking a Page or checking in to a Place cannot automatically register or enter a promotion participant”.

Question – how did you track who tagged first? And how did you contact them to get their info? It seems this was just a general profile not a fan page, correct? So then, it would be maxed at 5k fans that could participate. I would love to replicate this for some of the artists I work with but man… managing a page with 20 million fans + tracking tags might get a bit insane…

Using Facebook apps/tools (I.e. ‘Tagging’) for promotional use is against Facebook promotional policy I thought? Idea is great but could get the page shut down. Same execution but with a third party app would be fine – difficult to get creative with such strict rules in place.

[...] mobile show rooms (staged rooms driven around town), staging metros and other public spaces, virtual staging , or (their most common) in store showrooms, in which entire home layouts are created and staged. [...]